We need terms to be accurate and granular enough that we can use them successfully to navigate our study of digital user behavior.
Descriptive terms are like the markers on a knowledge map. Maps are so important that Apple recently cashiered the executive who launched its somewhat inaccurate quilt of outsourced online maps (arguably the most-ridiculed Apple blunder since the skateboard-sized Newton).
So we need terms to be accurate and granular enough that we can use them successfully to navigate our study of digital user behavior. We don't like getting lost - not in Kansas, not in our analytics tools.
Some of the changes in the market have rendered some terms almost meaningless for the purposes of measurement, and are in need of redefinition. Just like what happens when the old road dead-ends at the new overpass, we need the latest information in order to keep from crashing into a wall.
Here are my top three suggestions for terms in need of redefinition:
If this column prompts a discussion about granularity and correlation, it will have made an impact. By drawing up a more detailed terminology map, you'll find yourself taking a much more direct route to Insight Boulevard.
City Map image on home page via Shutterstock.
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Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is managing director New York at Society Consulting. a digital marketing consulting company based in Seattle, Washington. Formerly he was managing partner at Technology Leaders, a Web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user experience, and traditional design.
He writes a regular column about analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York (2013).
In 2004 Edwards co-founded the Digital Analytics Association and is currently a director emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
He was also an adjunct professor at The Pratt Institute where he taught advanced computer graphics for three years. Edwards is also an award-winning, nationally exhibited painter. In 2015, his book Digital Is Destroying Everything will be published by Rowman & Littlefield.
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